Presentation-Secrets-Of-Steve-Jobs

N E 13
SCENE 13
SCE
Reveal a “Holy
Shit” Moment
People will forget what you said, people
will forget what you did, but people will
never forget how you made them feel.
—MAYA ANGELOU
Every office worker has seen a manila envelope. But where
most people see a manila envelope as a means of distributing
documents, Steve Jobs sees a memorable moment
that will leave his audience in awe.
“This is the MacBook Air,” he said in January 2008, “so thin
it even fits inside one of those envelopes you see floating around
the office.” With that, Jobs walked to the side of the stage, picked
up one such envelope, and pulled out a notebook computer.
The audience went wild as the sound of hundreds of cameras
clicking and flashing filled the auditorium. Like a proud parent
showing off a newborn, Jobs held the computer head-high for
all to see. “You can get a feel for how thin it is. It has a full-size
keyboard and full-size display. Isn’t it amazing? It’s the world’s
thinnest notebook,” said Jobs. 1
The photo of Jobs pulling the computer from the envelope
proved to be the most popular of the event and was carried by
major newspapers, magazines, and websites. The dramatic introduction
even sparked an entrepreneur to build a carrying sleeve
for the MacBook Air that looked like, you guessed it, a manila
envelope. See Figure 13.1.
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